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The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers

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Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why…
Collaboration and Co-creation: New Platforms for Marketing and Innovation

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Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies…
Services Marketing Cases In Emerging Markets: An Asian Perspective
Hardcover

|September 15, 2016

$81.74 online

$90.95

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An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation…

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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…
Strategic Marketing Cases In Emerging Markets
Hardcover

|March 12, 2017

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Poor Marketing: Insights From Marketing To The Poor
Hardcover

|This title releases June 8, 2018

$84.00

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Srobonti Chattopadhyay is the Assistant Professor in Department of Economics at Vidyasagar College for Women, Kolkata. She  did her Doctoral Dissertation from Jawaharlal Nehru University, New Delhi, India on Auction Theory in 2012 and did her…
Culture And Commerce: The Value Of Entrepreneurship In Creative Industries

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Art and business are often described as worlds apart, even diametric opposites. And yet, these realms are close cousins in creative industries where firms bring cultural goods to market, attaching price tags to music, paintings, theater, literature, film, and…
Global Advertising In A Global Culture
Hardcover

|December 16, 2015

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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as…
Successful Social Media And Ecommerce Strategies In The Wine Industry
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|December 21, 2015

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Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to…
Innovationen im Handel: Verpassen wir die Megatrends der Zukunft?
Hardcover | German

|May 24, 2012

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Logos and No Gos: How to Understand and Get the Most from Your Brand IP

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" Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to…
Communicating Globally: An Integrated Marketing Approach

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